Time to meet the Superhumans if you haven’t already they including Cycling Shorts very own Jody Cundy MBE.

Channel 4 launched its biggest ever marketing campaign on Tuesday July 17 to promote coverage of the London 2012 Paralympic Games with a ‘roadblock’ premiere of its Meet the Superhumans film across 78 television channels.

The 90 second long film is set to the awesome track, “Harder Than You Think” by hip hop legends, Public Enemy, the film showcases the abilities of some of the leading UK Paralympians, represents some of the unique stories behind the elite athletes, and shows the herculean efforts that have gone into their preparation for the Games. It’s an extremely powerful short film.

Channel 4 is committed to bringing a new audience to the Paralympic Games and to raise awareness of Paralympic sport.

The campaign was commissioned by Channel 4 marketing, and conceived and directed by Tom Tagholm, for Channel 4’s in-house agency, 4creative.

Dan Brooke, Channel 4’s Chief Marketing & Communications Officer said: “London 2012 is a coming of age moment for the Paralympics. This campaign will help bring a whole new audience to it and may even raise a goosebump or two along the way.”

Produced by 4creative which is Channel 4’s in-house agency who this year have picked up a D&AD pencil (their 9th in 7 years) and a Cannes Gold and Bronze lion.

The shoot took place over 14 days in sports arenas across the country from the Sheffield Aquatics centre to Lee Valley Athletics Centre to the Olympic stadium, to the home of the Paralympics: Stoke Mandeville.